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Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audience. It ultimately aims to drive profitable customer action.
Content marketing is an umbrella term covering a set of strategies, techniques, and tactics to fulfil business and customer goals by using the most relevant content to serve, attract, convert, retain, and engage customers. Content uses blogs, podcasts, video, and social media sites as a vehicle. It’s a practice now being used by 86% of businesses today. However, effective content marketing is not so easy to find.
Goals of Content Marketing
Given the fact that content plays a role in virtually all marketing techniques and tactics, there are no goals that can’t be reached using content. However, from a content marketing perspective, we see that marketers focus on some key goals such as:
• Brand awareness
• Lead generation
• Customer retention and loyalty
• Customer evangelism
• Up-selling and cross-selling
• Lead nurturing
Although these are the typical goals found in content marketing research, think out of the box and look at the goals of your “audiences’.